Overview
My Role
Senior Service Designer
The Team
Tia Tyrrell
Tim Clarke
Alice Huang
Julian Zhu
Project Type
Service Ecosystems
Duration
10 Weeks
Year
2024
Read the full case study here
- Introduction
- Problem Definition
- Prototype Features
- Market Share
- Minimum Viable Audience
- Road Map
Table of Contents
Uber Eats
Our goal was to leverage Uber Eats as the focal point for leading user experience design across the entire ecosystem. We aimed to enhance the customer journey by improving Uber Eats websites, mobile apps, digital and physical touchpoints, and loyalty engagement, all while incorporating a corporate perspective on customer service improvement.
Problem
In the Uber Eats ecosystem, a significant challenge arises from the communication gap and need for synchronization among customers, drivers, and restaurants. To tackle this issue head-on, our team has devised three innovative features to enhance customer satisfaction and simplify issue resolution.
Solution
To achieve our objectives, we aim to increase revenue by 25% through customer retention, new partnerships, and market expansion, and to grow our market share by 20% over the next three years. Our key initiatives focus on enhancing customer satisfaction, boosting driver engagement, and strengthening restaurant partnerships for a seamless Uber Eats experience.
Features
Enhanced Customer Onboarding: Refine the onboarding process to include allergen profiles and detailed delivery instructions, allowing customers to add order notes for improved communication and accuracy.
Improved Communication with Restaurants: Implement a system that enables customers to add visible order notes for restaurant staff, enhancing order accuracy and personalizing the dining experience.
AI-Powered Post-Order Complaint Service: Launch an AI-powered service for streamlined issue resolution, connecting customers with restaurants and Uber Eats support to facilitate efficient problem-solving and fair complaint handling.
Introduction
Applying Service Design Thinking to Platform Innovation
Our goal was to leverage Uber Eats as the focal point for leading user experience design across the entire ecosystem. We aimed to enhance the customer journey by improving Uber Eats websites, mobile apps, digital and physical touchpoints, and loyalty engagement, all while incorporating a corporate perspective on customer service improvement.
Key Areas of Improvement
Across Ecosystem
Synchronized Experience: Require a more synchronized experience to ensure food delivery quality meets expectations, resembling dining at a restaurant.
Customization: Customers desire the ability to customize their orders and resolve issues as easily as possible if they were dining in person.
Drivers: Drivers need less waiting time and more efficient processes to complete more seamless deliveries per shift, boosting their earnings through base pay and tips.
Post-Oder Complaint Service: Uber Eats faces conflict resolution challenges due to communication gaps, a lack of quick problem-solving, and unfair handling of complaints like replacement orders or refunds.
App Upgrades
Enhanced User Interface: Streamline the app’s navigation to provide customers a more intuitive and user-friendly experience.
Order Accuracy and Tracking: Introduce more precise tracking features and improve communication between customers, drivers, and restaurants to minimize errors and delays.
Driver Support and Incentives: Offer better support and incentives for drivers to enhance their experience and ensure timely and efficient deliveries.
Restaurant Integration: Upgrade restaurant interfaces to facilitate smoother order management and integration with their existing systems.
Expected Outcomes
Improved ease of use and a more engaging user experience, leading to higher customer satisfaction.
Increased accuracy and reliability of deliveries, leading to fewer complaints and higher customer satisfaction.
Improved driver satisfaction and retention, leading to more efficient and reliable delivery services.
Enhanced operational efficiency for restaurants, resulting in faster and more accurate order processing.
Our Goals & Objectives
Goals
Increase Revenue: By 2028, achieve a revenue increase of 25% through customer retention, new partnerships, and market expansion.
Increase Market Share: Grow Uber Eats' market share by 20% over the next three years.
Objectives
Increase Customer Satisfaction: Implement technology and operational improvements to increase customer satisfaction by 30% by the end of 2028.
Boost Driver Engagement: Improve driver satisfaction and retention by providing better earnings opportunities and support services by 2028.
Strengthen Restaurant Partnerships: Increase restaurant partnerships by 50% by the end of 2028 through enhanced services and streamlined processes.
Business Model Canvas
The Uber Eats Business Model Canvas highlights our strategic goals and underpins our upcoming feature upgrades. By focusing on value propositions, customer relationships, and revenue streams, we aim to elevate customer satisfaction, streamline operations, and strengthen partnerships with restaurants and drivers.
Problem Definition
Ecosystem
Our approach is centered on understanding and resolving the root causes of current challenges within our ecosystem. By implementing these upgrades, we strive to create a system where everyone benefits, ensuring satisfaction across the board.
The Solution
To achieve our objectives, we aim to increase revenue by 25% through customer retention, new partnerships, and market expansion, and to grow our market share by 20% over the next three years. Our key initiatives focus on enhancing customer satisfaction, boosting driver engagement, and strengthening restaurant partnerships for a seamless Uber Eats experience.
Feature 1: Enhanced Customer Onboarding
Refine the onboarding process to include allergen profiles and detailed delivery instructions, allowing customers to add order notes for improved communication and accuracy.
Feature 2: Improved Communication with Restaurants
Implement a system that enables customers to add visible order notes for restaurant staff, enhancing order accuracy and personalizing the dining experience.
Feature 3: AI-Powered Post-Order Complaint Service
Launch an AI-powered service for streamlined issue resolution, connecting customers with restaurants and Uber Eats support to facilitate efficient problem-solving and fair complaint handling.
Prototype Features
Feature 1: Enhanced Customer Onboarding
To elevate our customer experience, we will refine the onboarding process to incorporate allergen profiles, enabling customers to specify allergies and other critical preferences. This enhancement will also capture detailed delivery instructions for seamless drop-offs. Additionally, we will introduce a system allowing customers to add order notes, visible to restaurant and kitchen staff upon order placement. This initiative aims to significantly enhance communication and accuracy in order preparation, ensuring superior service for our users.
Feature 2: Improved Communications with Restaurants
To enhance order accuracy and customer satisfaction, we will introduce a system that allows customers to add order notes, including specific requests or allergy information. Upon order placement, these notes will be visible to the restaurant and kitchen staff, ensuring that all special instructions are communicated and adhered to. This improvement aims to reduce errors, increase safety, and provide users with a more personalized dining experience.
Feature 3: AI-Powered Post-Order Complaint Service
Introducing an AI-powered post-order complaint service to streamline issue resolution. This innovative solution efficiently connects customers with restaurants and Uber Eats support for quick problem-solving and facilitation of replacement orders or refunds. Clear standards for refunds and order replacements will be established, ensuring fair handling of complaints.
Strategic Value
Our team carefully analyzed the impact on customers, drivers, and restaurants, as well as the broader corporate implications, to prioritize the problem that requires immediate attention.
Market Share
Ranked Second in the Market
Uber Eats is currently ranked second in the market, with DoorDash at the top. To maintain and improve its position, strategic adjustments are essential. Rising operating costs due to new gig worker protection regulations may lead to higher customer prices. Adapting to these changes is crucial for competitiveness and compliance.
Established companies offering faster and cheaper delivery have an edge. Uber Eats must enhance delivery efficiency and cost-effectiveness to compete successfully.
Minimum Viable Audience
Who We Will Target First
Focusing and testing our solution before expanding to the broader marketplace will help ensure efficient use of time and resources. The users that will find order customization most critical will be those with allergies and those with religious or moral dietary restrictions. 10.8% of adults in the US have a food allergy, which equates to over 32.7 million people. While we are focusing the early stages of our updates for the service on this smaller customer group, this still leaves an opportunity to recapture a large segment of the marketplace as we roll out new features to further support and enhance our offering.
Road Map
Implementation Plan: 2025–2028
As we continue to innovate and enhance the Uber Eats experience, we are excited to share our product delivery roadmap for the next three years. This plan outlines key feature upgrades from 2025 to 2028 aimed at elevating customer satisfaction, streamlining operations, and strengthening partnerships with restaurants and drivers.